Spirit Identity

Home of the Lynx

Launched in 2013, CU Denver’s spirit identity is a distinct and energetic expansion of our brand. Used as a focal point for student and community pride, as well as club sports and student organizations, it is embodied by our mascot, Milo the Lynx.

As with other supporting graphics, CU Denver’s spirit marks are for content clarification and engagement. They are not used for identification of CU units, entities, or initiatives, or as replacements for CU Denver’s logo, campus, or unit signatures.

Quick facts

Name: CU Denver Lynx (always a capital “L” in Lynx)

Introduced: 2013

Mascot: Milo the Lynx (always a capital “L” in Lynx)

Species: Canada Lynx/Colorado native

Plural form: lynx (not “lynxes” or "lynx's")

Personality: adventurous, bold, active, clever, confident, fierce

Spirit identity elements

The CU Denver spirit identity includes a defined and regulated use of its name, as well as two approved spirit marks and an authorized illustration of our mascot, Milo the Lynx. See below for more detailed information.

Use of CU Denver's spirit identity is generally limited to expressions of student pride, student wellness, and/or CU Denver’s club sports program. This may include:

To promote initiatives, events, or entities at other CU campuses (including CU Anschutz and the dual-campus identity)

Spirit identity naming

Incorporating CU Denver’s spirit identity into the name of campus events, initiatives, and awards is a great way to connect audiences with CU Denver’s culture. Used responsibility, it both strengthens our brand and provides a focal point for user engagement.

Eligibility

All uses of CU Denver’s spirit identity name, including our mascot Milo the Lynx, must receive prior approval from University Communications. To begin the approval process, complete and submit a naming_proposal to brand@ucdenver.edu early in the development process for any proposed naming or name change.

Naming of physical spaces requires additional approval from university leadership.

The following spirit-based names are currently in use and/or are unavailable:

Camp Lynx

HyperLynx

KnowledgeLynx

Lynx Academy

Lynxapalooza

Lynx-a-Thon

Lynx at Work

Lynx Alternative Break

Lynx Camp

Lynx Connect

Lynx Connected

Lynx Day of Service

Lynx Engage

Lynx Exchange

LynxFest

LynxGiving

Lynx Leadership Conference

Lynx Line

Lynx Links

Lynx Motorsports

Lynx National Arts & Media Camp

Lynx to College

Lynx to the Community

Lynx Summer Academy

Lynx Week

Lynx Up

Milo Mile

Milo’s Crowd

ScholarLynx

Shield

The shield spirit mark features the CU icon combined with a "leaping lynx" illustration, above wordmarks "Denver" and "Lynx." It is surrounded by a shield graphic that encompasses the Rocky Mountains at top and a stylized Denver skyline beneath.

Color options

The shield mark is available in full color and black-and-white versions, as shown above.

Minimum size

In order to ensure legibility, the shield mark must never appear smaller than the sizes below:

1.0" wide for print or physical media

72 pixels wide for online or digital media

Clear space

Clear space must always surround the shield mark, to improve visual impact and ensure legibility. The minimum acceptable clear space is equal to the height of the CU icon as it appears in the shield mark.

Floating mark

The floating spirit mark features the same iconography and wordmark, but without the encompassing shield and skyline elements.

Color options

The floating mark is available in full color, color reverse, black-and-white, and reverse black-and-white versions, as shown above.

Minimum size

In order to ensure legibility, the floating mark must never appear smaller than the sizes below:

1.0" wide for print or physical media

72 pixels wide for online or digital media

Clear space

Clear space must always surround the floating mark, to improve visual impact and ensure legibility. The minimum acceptable clear space is equal to the height of the CU icon as it appears in the floating mark.

Character / mascot illustration

The CU Denver spirit identity also includes an approved illustration of our mascot, Milo the Lynx. The character illustration is available in two versions: full body and head.

Color options

The character illustration is available in full color only, as shown above.

Minimum size

In order to ensure legibility, the character illustration must never appear smaller than the sizes below:

1.0" wide for print or physical media

72 pixels wide for online or digital media

Clear space

Clear space must always surround the floating mark, to improve visual impact and ensure legibility. The minimum acceptable clear space is equal to the height of the shield mark as it appears on the chest of the character illustration.

Improper use

CU Denver's spirit marks and character illustration are registered trademarks and cannot be altered in any way. Always use the approved artwork to maintain consistency and retain the integrity of the spirt identity.

The following examples are not permitted under any circumstances.

Do not stretch, condense, or distort the spirit marks.

Do not separate, alter, reposition, or rescale spirit mark artwork.

Do not add text or graphics to the spirit marks.

Do not change the colors of the spirit marks.

Do not combine the spirit mark with other CU logos or symbols.

Do not use the spirit marks for identification of CU Denver academic or administrative units, departments, or programs.

Do not use the spirit marks as a watermark, background graphic, or repeating pattern.